Businesses can create targeted ads that specifically speak to the user. Essentially, retargeting ads serve to remind the user they visited the business’s website and if they tag back to the original site, it is not as if they have to search for it again or even try to remember it again.
Retargeting Ads are Effective
Research has shown that retargeting ads are extremely effective. Remarketing is not brand new to marketing. After retargeting, the user is much more likely to engage with and convert to a customer.
It is extremely affordable. In fact, retargeting ads can sometimes be more affordable than other advertising options.
This can help to digitize your business across all platforms.
>1.Retargeting is effective because many marketers are leveraging prospects who have engaged with similar content or similar products. 2.When using retargeting ads, it’s important your ads resonate with the ads your prospects have already seen. If you put the proper ads in front of the right users, you’ll be able to convert them to customers.
3.Retargeting ads serve as a bridge between users and your site and engage them through their journey without negatively affecting their experience on your site or through similar sites.
>4.Retargeting ads offer tools to drive engagement and create conversions on your site without compromising a user’s experience or their perception of your business.
5.Retargeting ads are ultimately beneficial and are becoming one of the top tactics used by marketers. Retargeting ads work to consider all engagement, from an ad on social, likes and shares, emails sent we now can retarget users across the platforms they are already using and are most comfortable with.
6.Retargeting is a process that should be considered when you are implementing online advertising. Retargeting ads are extremely powerful and even have a 9% engagement rate which is a very high. If you implement all of the strategies within your reach you are sure to improve ROI, visibility, and growth. Always consider retargeting as part of your online advertising strategy.
How Retargeting Ads Work
Retargeting ads target users with personalized content based off their previous experience. To explain how this works, let’s break it down into steps:
User Visits Website: A potential customer visits a website and looks through the products or services being offered.
Tracking Pixel is Triggered: When the user visits the website, a tracking pixel was triggered that recorded the action the user’s actions and puts it into a cookie.
User Leaves Without Converting: The user leaves the website without completing a purchase or another desired action.
Ad is Served on Other Platforms: The user goes on and starts browsing other websites or social platforms. Eventually they are served retargeting ads on those other platforms different from the original site, reminding them of the products they viewed, or indicating products you might be interested based off your previous actions.
Likelihood of You Coming Back from Ads Increases: By continuing to expose the user to your brand and relevant ads, this user’s likelihood of coming back to the original site increased and there is a higher likelihood of completing the conversion.
Why Retargeting Ads Work
Increased Brand Recall:
Retargeting ads help keep brands on the customers mind’s who already showed interest. Repeatedly displaying ads to them, whether it is their initial search or their waiting to purchase shows more of that brands presence or standing in their consideration or effort to purchase.
Higher Conversion Rate:
Since retargeting ads are focused on bringing back users who already showed interest, they have a higher conversion rate due their interest, ideal scenario, previous history with the brand, etc. The user also has the engagement of viewing the brand again encouraging them to come back where showed interest to complete the conversion.
Different forms of retargeting ads are available to businesses based on their goals and user behavior:
- Standard retargeting
Standard retargeting is the most common type of retargeting; it displays ads to users who have viewed specific pages on a website and did not complete a desired action. Typically this type of ad will show users the same products or services they viewed, and attempts to encourage the user to return to make the purchase. - Dynamic retargeting
Dynamic retargeting takes personalization to the next level. With dynamic retargeting, advertisers do not have to create the ad at all because, when users reach a specific page on a website, the retargeting ad will dynamically create the ad depending on the product/service the user interacted with. Therefore, the advertisement become even more tailored to them, increasing the users odds of completing a purchase. - Remarketing Lists for Search Ads (RLSA)
RLSA allows advertisers to customize their search ads for users who have previously visited their website. The user would be served an ad with different keywords and copy. This is a great way to engage users that may have more recently been searching for similar products or services. - Email retargeting
Email retargeting entails emailing targeted messages to users who visited a website but did not complete a desired action on the site. The message could be to remind users of the products/services they viewed, or an incentive, or special offer for the products/services they viewed, or something as simple as a personal note to remind them.
Best Practices for Retargeting Ads
In order to make your retargeting ads as effective as possible, your business should consider the best practices listed below:
- Separate Your Audience
Not every visitor is the same. By separating your audience by their actions, such as pages visited, time spent on site, or actions taken, you can build more relevant ads and target your audience more effectively. - Frequency Capping
Frequency capping is necessary, especially if you want to keep your brand top of mind. Some users will respond to your retargeting ad the first time they see it, but many users take time and repeat exposure before they act on your brand or product. If users are bombarded with the same ad too frequently, they will eventually “tire” of seeing the ad, rendering your retargeting efforts useless. - Personalize Message
Similar to separating your audience. You can personalize your ad copy and creatives based on the type of action the user took previously with your brand. If a user left an item in their shopping cart, your retargeting ad could show the item(s) they left behind, and even include a discount for completing their purchase. The more similar your retargeting ad is to the user’s previous action; the more likely a conversion will happen. - Use Landing Pages that Reflect the Ad
It’s important to make sure the landing pages users go to when they click on a retargeting ad matches the ad content and messaging. When ads and landing pages match, the user experience is streamlined, which enhances the likelihood of conversion. - Always Test and Monitor
Regular and ongoing testing of your ad creatives, copy, and targeting efforts is critical to determine what is most effective based on responses to the retargeting ad.
Considerations of Retargeting Ads
As we discussed previously, retargeting ads can be extremely useful, but businesses should take some challenges into consideration as well.
- Privacy Issues
Online users are becoming increasingly aware that their online activity is being tracked. This could make them uncomfortable when they see a brand’s ads after visiting the website. Being transparent about how and what you will be tracking data for can help alleviate user’s concerns. In addition, following all rules and regulations for gathering user data can build trust with the user. - Ad Fatigue
You may have experienced feeling irritated about seeing the same ad repeatedly, even if you had previously been brainstorming ideas for dinner. Users can develop ad fatigue as they see the same content repeatedly. To avoid ad fatigue is to diversify the content of the ad regularly while using frequency capping as an option to reset the users outbursts. - Technical Issues
Due to the various platforms out there, setting up a tracking pixel or ensuring the pixel works correctly. Your best options are to ensure the ad elements are correctly implemented by regularly testing and monitoring your retargeted ads.
Conclusion
Retargeting ads explained can be a powerful tool for businesses when trying to remarket to someone’s post website interaction. Business can utilize personalized and timely ads to remind users about their interests, yet again. Increased brand recall, improved conversion rates, and ROIs can be recognized, but the retargeting process should take into consideration what ads to show and to not overload someone with ads. Managing audience segmentation, ad fatigue for users, and data privacy issues could have a few impact on retargeted ads. Retargeting ads could be a game-changer today if we use the best approaches as a part of our digital marketing strategies.
FAQs
Q1: Are retargeting ads useful for every business?
A1: Absolutely! Companies in a variety of industries (e.g., e-commerce, travel, education, SaaS) benefit from retargeting ads. What matters is how well you fit that retargeting into the needs and habits of your audience.
Q2: How do I get started with retargeting ads?
A2: The very first step is picking a retargeting platform that makes sense for your business directions (like Google Ads, Facebook Ads, or AdRoll). After that, make sure you have some tracking pixels on your website, segment your audience, and think about creative ads you can show them. After that, review how that is all working and adjust accordingly.
Q3: How can I get users not to opt out of retargeting?
A3: While you cannot force users to “accept” tracking, you can encourage them by providing real “value” (a discount, personalized recommendations, etc.) as you retarget them. And keep in mind; it is essential that your privacy policies are fully disclosed and your company is compliant in every way possible to build trust.
Q4: Can I retarget users who engaged with my brand offline?
A4: Yes! You can retarget users through list-based retargeting. So in essence, you can upload customer data gotten from offline (i.e., stores, events) brand interactions and retarget those people as online users.
Q5: How often should I refresh my retargeting ads?
A5: Regularly.